The digital landscape is marked by high internet penetration and widespread digital engagement, with internet access reaching around 96% of the population and social media usage at approximately 85-88% of the total population in early 2024. Mobile connectivity is particularly dominant, with over 94% of internet users accessing the web via mobile devices, reflecting a mobile-centric digital lifestyle where users split their online time evenly between mobile and desktop platforms.
Key trends shaping this landscape include:
- Short-form video content dominance, with platforms like TikTok, Instagram Reels, and YouTube Shorts driving engagement.
- AI-enhanced content creation and curation, enabling faster, more personalised media experiences and supporting digital transformation across sectors.
- Expansion of voice and audio advertising, with significant ad spend growth in streaming and podcast platforms, despite some delays in programmatic audio adoption.
- A shift towards more social media platforms used per user but with slightly reduced overall consumption time, indicating diversified but more selective digital engagement.
The digital economy is mature and strategically important, supported by government initiatives focusing on data utilisation, trust, and seamless technology integration, which further fuel digital adoption and innovation. Cellular mobile connections exceed the population count, indicating multiple device usage per person, with a penetration rate over 160%.
Daily internet usage averages around 6 hours and 33 minutes, with a slight decline in time spent online compared to previous years, suggesting a stabilising but deeply integrated digital behaviour.
In summary, the digital landscape is characterised by near-universal internet access, mobile-first usage, diversified social media engagement, and growing AI-driven content innovation, supported by strong infrastructure and strategic digital policies.
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